Cambridge University Press & Assessment

Cambridge University Press & Assessment (CUP&A), a department of the University of Cambridge formed through the merger of Cambridge University Press and Cambridge Assessment, embarked on a major CRM transformation to unify its customer-facing operations. With the International Education division preparing to adopt a new Common CRM solution in Salesforce, the organisation sought to standardise processes and replace legacy systems used separately by its Press and Assessment communities. Although some teams were already familiar with Salesforce, the introduction of Common CRM represented a significant change to both business processes and user experience across a wide range of roles.

Optimum supported this transition by developing a comprehensive suite of end-user training deliverables designed to prepare CUP&A’s diverse audiences for the new system. This included detailed trainer packs, clear and structured reference guides and a set of tutorial videos, all tailored to the processes defined for Common CRM. Training recommendations were aligned to the needs of each of the user communities, spanning Business Development, Customer Services, Compliance, Regional Planning & Performance, the CRM Team and operational staff across Cambridge International and CEM.

Optimum recommended that all live training sessions be delivered via Microsoft Teams, enabling CUP&A’s Change Manager to manage session invitations, track attendance and record each session for ongoing learning and reinforcement. This approach provided flexibility for users across multiple regions and ensured consistent, high-quality delivery.

By combining well-structured training materials with a clear, scalable delivery model, Optimum ensured that CUP&A’s teams were equipped to adopt the new Common CRM confidently and consistently. The programme provided a strong foundation for harmonised working practices across the merged organisation, supporting long-term process alignment and a smoother transition to Salesforce for all user groups.